Cindy Lee, Brent D. Oja, Hyejin Bang

Abstract: With the U.S. professional sports leagues and media increasingly embracing gambling after the 2018 nullification of the Professional and Amateur Sports Protection Act by the Supreme Court, sports fans now encounter gambling content during game broadcasts. From the perspective of sports consumers’ viewing experience, augmented stakes from betting might enhance the game-viewing experience making it more engaging and relevant while excessive gambling may have detrimental effects on its participants. Given sports betting’s rising popularity, it becomes essential to delve into the role played by gambling in shaping the game-watching experiences of sports consumers, particularly those who engage in betting, through mechanisms such as sports identification, attitudes, flow experiences, and satisfaction with the game. To this end, our proposed model incorporates five key constructs: sport identification, attitude toward sport gambling, attitude toward broadcasting with gambling content, flow experience, and satisfaction with a game. Of the 400 surveys collected online, 307 respondents identified as sports betting participants, warranting their inclusion in subsequent analyses. Findings suggest that sports consumers engaged in betting report heightened satisfaction with their game-viewing experience. This study illuminates the nuanced relationship between sports viewing and gambling, offering fresh insights into the sports consumer experience.

Keywords: Sports betting, gambling, flow, satisfaction, game watching, media consumption, enjoyment

Citation: Lee, C., Oja, B. D., & Bang, H. (2023). Beyond the game: Exploring the enhanced viewing experience through sports betting. International Journal of Sport Management, 24(4), 291-314.

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